More About Eddie Yoon…

EDDIE YOON is the founder of EDDIEWOULDGROW, a think tank and advisory firm on growth strategy. Prior to that he was a partner at The Cambridge Group where he worked for 18 years, a strategy consulting firm founded in 1975 that specializes in helping CEOs and senior leadership teams within Fortune 1000 corporations drive growth by understanding how to unlock new sources of consumer demand. Nielsen acquired Cambridge in 2009 and Eddie was one of the top 250 senior leaders at Nielsen during his tenure there.

In addition to helping numerous clients create and implement demand-driven growth strategies over the past two decades, Eddie is widely recognized as one of the world’s leading experts on Category Growth, Category Creation and Superconsumers—highly passionate and profitable customers who are intensely invested in a company’s category. In many cases, these 10% of customers represent up to 50% of category profit and hold the keys to drive category growth and even create new categories. His ideas have unlocked billions of untapped profitable growth in traditional consumer packaged goods, but also in diverse verticals like luxury consumer durables, consumer robotics and utility companies.

Eddie is the author of the acclaimed book, Superconsumers: A Simple, Speedy and Sustainable Path to Superior Growth (Harvard Business School Press, 2016). He is also the author of over 40 articles, including Make Your Best Customers Even Better (Harvard Business Review magazine, March 2014) and Why It Pays to Be a Category Creator (Harvard Business Review magazine, March 2013). Additionally, he has been quoted in the Wall Street Journal, The Economist, Forbes and has been a keynote speaker in the U.S., Canada, Kenya, Australia, New Zealand, Denmark, the UK and Japan.

Eddie holds an AB in Political Science and Economics from the University of Chicago. Having been born and raised in Hawaii, he went to the Punahou School in Honolulu. Eddie lives in Chicago with his wife and three children.